Impression Effect Decay Model for Content Timing
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Solution Overview
Problem
Existing content delivery systems struggle to optimize the timing of content item presentation to users, as the impression effect of served content items decays over time, leading to inefficiencies in user engagement and relevance.
Innovation Solution
A method and system that utilize an impression effect decay predictive model to determine the optimal timing for serving content items by analyzing impression effect parameters, adjusting bid values, and selecting content items based on a decay factor, ensuring relevant content is delivered at the right time.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If content items are served frequently to users, then user engagement opportunities increase, but the impression effect decays leading to reduced relevance and engagement quality
Solution Approach 1:
The system dynamically adjusts content delivery timing based on the decaying impression effect. Instead of static scheduling, the patent implements a dynamic model where the likelihood of serving content increases as the impression effect decays over time, optimizing both frequency and quality by serving content when it remains relevant
Solution Approach 2:
The patent changes the parameter of content selection probability based on the decayed impression effect. By modifying the selection criteria to account for time-decayed relevance, the system optimizes content delivery to maintain both frequency and effectiveness, serving content when its impact is still significant
2Reliability
If the impression effect decay is strongly considered in content selection, then content relevance is improved, but content items may be unduly restricted from being served
Solution Approach 1:
The system applies partial consideration of impression effect decay rather than absolute restriction. By using the decayed impression effect as one factor among multiple selection criteria (including bid value and random selection), the patent maintains content relevance while avoiding excessive restriction that would eliminate beneficial content delivery opportunities
Solution Approach 2:
The patent modifies the content selection parameters to incorporate decayed impression effect as a weighting factor rather than a hard constraint. This allows the system to adjust content selection probability based on relevance decay while maintaining flexibility to serve content that may have lower decayed scores but other desirable attributes
3Productivity
If content items are served immediately after initial impression, then bid value optimization is improved, but user engagement decreases due to oversaturation
Solution Approach 1:
The system implements periodic content delivery based on the decayed impression effect timeline. Instead of immediate repeated serving, the patent uses the decay model to determine optimal intervals for content re-servicing, creating a periodic pattern that maintains bid efficiency while avoiding user oversaturation by spacing deliveries appropriately
Data Source
AI summary
When a content item is initially served to a client device, the content item may result in an impression effect. As time elapses, the initial impression may fade. Such a decay of the impression effect may be predicted through the use of a predictive model. In some implementations, one or more impression effect parameters may be accessed and used with the predictive model to determine a decay factor or predicted value that incorporates the impression effect decay for a content item. A value, such as a score, may be determined based on the decay factor or the predicted value and a bid associated with a content item. A content item may be selected based on the determined value and data to effect presentation of the content item may be provided.